Effective mobile game scaling starts with smart testing, precise traffic source selection, and strategic optimization. Add intelligent analytics and a solid monetization framework — and your game is ready for profitable growth. Join CAS, and we’ll help take your game to the next level.

From Indie Vision to Strategic Success: The Case of Car Crash Royale with CAS.AI

Introduction

Mobile games are more than just entertainment — they’re serious business. And for indie developers, navigating monetization, user acquisition, and global scaling can be overwhelming. This was exactly the case with Car Crash Royale, a dynamic arcade hit from Fail Games. When they partnered with CAS.AI, it marked a turning point for the game's trajectory. What began as a project with modest earnings quickly transformed into a profitable, global contender.

The Challenges:

Before engaging with CAS Publishing, Fail Games had already been using CAS’s mediation platform — and saw improvements in ad monetization. But they knew there was more potential. Here's what they were up against:

Low ad revenue and limited installs: Ad ARPU hovered around $0.011 with just under 19K installs.
Poor organic visibility: Organic installs were below expectations.
No UA experience: The team struggled to balance acquisition costs with return on ad spend.
Zero IAP income: No in-app purchases indicated missed monetization opportunities.
Narrow geographic audience: Users came mainly from Eastern Europe, limiting scaling potential.

The Strategy:

1. Multi-network UA Optimization

The game launched on both iOS and Android, and traffic was actively sourced via Google Ads, Mintegral, Unity Ads, ironSource, YSO, and others.

Initially,CPI campaigns were used to rapidly grow the user base.
As quality data rolled in, CAS transitioned to ROAS-focused campaigns to improve acquisition efficiency and scale sustainably.

2. Traffic Source Micro-Optimization

Performance within each ad network was regularly analyzed. Underperforming apps were blacklisted, bids adjusted, and top-performing placements were scaled.

3. Creative Production at Scale

Over 50 ad creatives were developed, including videos, static banners, and playables. High-performing creatives replaced weak ones in continuous A/B testing cycles — helping reduce CPI and boost retention.

4. Localized Creative Strategy

Localized creatives in Portuguese, Spanish, and Arabic opened doors to new markets. One Portuguese ad tailored for Brazil and launched via Unity Ads drove over 1 million installs — and helped Car Crash Royale hit Top 3 in Google Play's “Top Free” category in 16 countries.

5. App Store Optimization (ASO)

A/B testing of icons and screenshots on Google Play and the App Store improved install conversion rates from 30.6% to 44.29% — a 1.45x increase!

6. Monetization Upgrades

Mediation Optimization: Through hybrid models and GEO-specific eCPM management, ad revenue skyrocketed — 2.5x eCPM growth.
IAP Strategy: Strategic in-game purchases were introduced, resulting in 9% of total revenue coming from IAP within 8 months.

7. Advanced Analytics

CAS integrated granular analytics to guide every decision, from creative testing to traffic allocation, ensuring every dollar spent pushed KPIs forward.

Results: Scalable Profitability

The result of this full-funnel growth plan? A massive increase in installs, revenue, and monetization efficiency. Fail Games successfully broke into new, high-value markets — while also building the foundations for long-term scalability.

Conclusion

Car Crash Royale’s journey proves that even promising games can get stuck without the right growth strategy. CAS.AI’s publishing team didn’t just improve ad revenue — they built a global scaling machine.

Whether you’re struggling with UA, stuck in a low-ARPU rut, or unsure how to expand beyond your home market — the right publishing partner can make all the difference.

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